Articlebronze2006

Sponsorship-Linked Marketing: The Role of Articulation in Memory

T. Bettina Cornwell · Michael S. Humphreys · Angela M. Maguire · Clinton S. Weeks · Cassandra L. Tellegen

293 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Memory Processes and Influences

Abstract

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor-event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued-recall experiments, the effect of articulation of sponsorship fit on memory for sponsor-event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor-event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive 1990Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations 2005SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX 2001Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity 1996Sponsorship: From Management Ego Trip to Marketing Success 1999An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas

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2013Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions 2008State of Art and Science in Sponsorship-Linked Marketing 2008Leveraging sponsorships on the Internet: Activation, congruence, and articulation 2013The impact of event marketing on brand equity 2011Explaining and Articulating the Fit Construct in Sponsorship 2012Revitalising brands through communication messages: the role of brand familiarity

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